According to Ginsberg, the update, which Meta began rolling out in 2025 and expanded through early 2026, reoriented the platform’s algorithm around creative diversity and in doing so effectively merged what had operated as two separate systems. Meta’s guidance increasingly penalizes accounts that concentrate spend in a single creative type, which means running one format exclusively causes reach degradation even when that format performs well in a vacuum. Under the current system, brands can no longer sensibly treat organic content strategy and paid advertising strategy as separate disciplines run by separate teams with separate creative approaches.